All concepts

Choice Overload

Overchoice

A cognitive process in which people have a difficult time making a decision when faced with many options.

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#Thinking & Perception

Origin

The term 'overchoice' was introduced by Alvin Toffler in his 1970 book Future Shock, warning of a 'paralyzing surfeit' of options from rapid societal change. The concept gained renewed attention through Sheena Iyengar and Mark Lepper's famous 2000 jam study and Barry Schwartz's 2004 book The Paradox of Choice.

Updated February 22, 2026